Emancipation, courage, assertiveness, and self-fulfillment: The new brand song 'Call me Betty' revolves around values shared by the Grisons rapper Gigi Malua and Betty Bossi creator Emmi Creola-Maag – values also embedded in the Betty Bossi brand. Appropriately timed to the cinema release of the feature film 'Hello Betty' on 20 November 2025, which narrates the success story of the fictional character and her inventor.
The idea for the brand song came as a surprise: During the TV show 'Sing My Song – The Swiss Exchange Concert' last spring, 25-year-old Gigi Malua spontaneously rapped about Betty Bossi – sparking enthusiasm in both the audience and the brand. Just a few days later, her phone rang: Betty Bossi was on the line.
'I first thought it was a joke,' Gigi laughs. But Betty Bossi was serious – and Gigi was immediately on board. 'Because Betty Bossi represents something that inspires me: The inventor, Emmi Creola-Maag, was not a housewife of the nation, but a bold advertiser who, in the male-dominated 1950s, created her own universe with pragmatism and cleverness.' That's why she immediately felt a connection.
Empowerment: Do What You Enjoy The song 'Call me Betty' is also about this confidence and the self-determined shaping of one's own life. It's about vocation instead of occupation, and doing the things one truly wants. 'The song makes our history and values accessible to younger generations,' says Christa Müller, Head of Digital Marketing & Performance at Betty Bossi. As expressed in Betty Bossi's new slogan: 'Do what you enjoy.'
And how is Gigi with cooking? 'I'm not the best cook,' admits the musician, who is actually named Giulia Gort. 'But that's okay. In life, you're allowed to take shortcuts – simple recipes are perfectly legitimate. And that's exactly what Betty Bossi embodies.'
Live Performance on 6 November in Zurich Gigi Malua will perform the brand song live for the first time at the Betty Bossi preview of 'Hello Betty' on 6 November 2025 at the Rooftop Bar Soho in Zurich. Additionally, the song will be featured in the Betty Bossi cinema spot and other advertising materials, as well as an in-store radio ad at Coop.
Responsible at Betty Bossi: Catherine Crowden (Head of Marketing & Sales), Christa Müller (Head of Digital & Performance), Larissa Greutmann (Social Media Manager)
Media Contact: Viviane Bühr, Head of Corporate Communications Betty Bossi Tel. +41 44 209 19 73, kommunikation@bettybossi.ch
About Gigi Malua: Since the legendary Bounce Cypher appearance in 2022, which earned her the respect of the Swiss rap scene, song releases, and multiple live shows (OAFF, ZOA, etc.), Gigi Malua's music career has been gaining momentum. In spring 2025, her debut album 'Hinterem Mond' was released – a powerful, multifaceted journey through emotions, traumas, and personal development. The 25-year-old from Grisons stands for both self-love and vulnerability. She is provocative yet approachable. Her sound is modern, her lyrics honest and sometimes cheeky. Gigi is not confined by genre boundaries and shows that rap and pop blend very well together.